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Action Plan for the Global Marketing of Denmark
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In 2007 an agreement was made between the government and the Danish parliament on an Action Plan for the Global Marketing of Denmark. The aim is to strengthen a clear and positive image of Denmark abroad to ensure Denmark's ability to compete for creative and competent workers, students, tourists, investment and global market share.
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The overall focus of the Action PlanThe Action Plan implements DKK 412 mill partly on cross cutting activities, and partly on five specific focus areas, which are:
- Denmark as a creative nation
- Denmark as a tourist destination
- Denmark as a study destination
- Denmark as an investment location
- Modernisation of the export promotion system
You can also see the background material available in English which was presented at workshops that formed part of the process leading up to the finalisation of the Action Plan.
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Key elemens of the Action Plan
Hosting the UN Climate Change Conference (COP15) in 2009 gives an outstanding opportunity to increase awareness of Denmarks know how on clean technologies and renewable energy. For this reason, a number of activities supported by the Action Plan will to a smaller or larger extent be related to the climate conference. For more information on the business and research activities related to the Climate Change Conference, you are welcome to contact the Task Force on Marketing of Denmark. For more information on the Climate Change Conference, please consult the COP 15-website.
Another essential element of the Action Plan is the Marketing Denmark Fund. Its purpose is to boost awareness of Denmark's strengths and competences abroad, especially by supporting and promoting larger-scale activities with promising potential such as events, campaigns, conferences, and promotional activities that generate publicity about Denmark. The Fund has an independent executive board, and a cross-ministerial task force acts in a secretarial capacity. Information on how to apply for support from the Fund can be found on the website of The Branding Denmark Fund, however, only in Danish. |
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The history of the Action Plan
Over a couple of years a comprehensive effort to develop a strategy for securing and improving Denmark's position took place. The work culminated in April 2006 with the unveiling of a globalization strategy, that was shaped by input from an advisory Globalisation Council consisting of prominent figures from the private sector, trade unions and universities.
In the wake of the globalisation strategy a broad agreement was made between the government and the major opposition parties in the Danish parliament on how to follow up on the globalisation strategy. The agreement contains a number of reforms and initiatives that will help prepare Denmark for the future.
One of the initiatives is a strengthened global promotion of Denmark with the aim of attracting foreign investments, highly qualified labour, students and tourists to Denmark, as well as promoting Danish exports and Danish creative competences. A working group consisting of representatives from The Ministry of Economic and Business Affairs (chairman), The Ministry of Foreign Affairs, The Ministry of Education and The Ministry of Finance was entrusted with the task of developing a proposal for an action plan for a strengthened global promotion of Denmark.
Since the task of marketing Denmark globally by no means could be solved by the government alone, the working group was engaged in a comprehensive dialogue with a wide range of both public and private actors. As part of this dialogue a series of thematic meetings were organised. Some of the discussion papers and presentations used in the meetings are available in English.
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Task Force
In order to coordinate the implementation of the Action Plan a cross ministerial task force has been established in the Ministry of
Economic and Business Affairs. Contact the task force for further information on the Global Marketing of Denmark.
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